The Aruba brand provides creative flexibility within a defined framework of colour palettes and typography. This flexibility allowed for a fresh approach to the Atmosphere conference identity while maintaining brand consistency.

The Atmosphere event logotype (conceptualised by Aruba’s creative director) was designed as an extension of the Aruba brand, incorporating Aruba’s signature colour scheme while adding depth through subtle drop shadows and layered effects. This gave the logo a modern, dynamic feel that reflected the innovative nature of the conference.

The large-format graphics were designed to have an immediate impact in the expansive event space. Bold typography and vibrant colour combinations were paired with photography from past events, reinforcing authenticity and social proof. The designs were carefully balanced to work both as professional backdrops for technical sessions and as engaging visual elements for entertainment-focused events.

Working within a dynamic team of Aruba designers, in addition to the on-site graphics, we designed a suite of digital marketing assets including:

• Static and animated web banners
• Social media graphics
• Email banners
• Sponsored website “takeover” graphics

These assets followed the same cohesive design language, ensuring a seamless experience across all user touchpoints. The typography-led approach allowed for clear messaging while the imagery and colours created a blend of excitement and professionalism.

Post-event feedback showed strong results, with over 60% of attendees reporting they planned to return for the next year’s conference. The consistency of the event branding across digital and physical platforms helped reinforce Aruba’s reputation as a leader in the networking space while enhancing the overall attendee experience.